Grow engagement with relevant content recommendations. In this Smart Guide, you’ll learn about different content recommendation themes, how to select the right ones throughout your user journey, and best practices to add relevance across every interaction with your brand.
18 Min Read
Make it easier for new and existing users to discover fresh, relevant content in just a few clicks. Brands such as Netflix have dominated the battle for consumer attention by doing just that. In fact, Netflix credits its recommendations with driving 80% of what’s watched and projects recommendations save $1 billion annually from preventing canceled subscriptions.1
The good news? Surfacing relevant, engaging content is no longer a competitive advantage reserved for giants like Netflix, NYTimes, and Spotify. With advances in recommender systems, all marketers can make every brand touchpoint personalized to each user.
1McKinsey. (2017). McKinsey’s State of Machine Learning and AI, 2017.
Make it easier for new and existing users to discover fresh, relevant content in just a few clicks. Brands such as Netflix have dominated the battle for consumer attention by doing just that. In fact, Netflix credits its recommendations with driving 80% of what’s watched and projects recommendations save $1 billion annually from preventing canceled subscriptions.1
The good news? Surfacing relevant, engaging content is no longer a competitive advantage reserved for giants like Netflix, NYTimes, and Spotify. With advances in recommender systems, all marketers can make every brand touchpoint personalized to each user.
1McKinsey. (2017). McKinsey’s State of Machine Learning and AI, 2017.
Higher conversion rate on emails with predictive recommendations
Higher click-through rate on emails with triggered recommendations
Higher click-to-open rate on emails with triggered recommendations
The initial interactions with your brand provide an important, but fleeting, opportunity to make a lasting impression and convince new users that you have interesting, quality content worthy of their attention. But at this point, you have limited data about new users, and so the level of personalization will depend on the amount of data collected during the sign-up flow.
When you have limited user-level data available, we suggest recommending content that’s popular or trending among existing users. Social proof is a powerful tactic early on because it validates your content is worth someone’s precious time. In addition, you can further narrow down popular content by region, category, or stated preferences if available — then, as users continue to interact with your brand, you can start tailoring recommendations to their interests.
The initial interactions with your brand provide an important, but fleeting, opportunity to make a lasting impression and convince new users that you have interesting, quality content worthy of their attention. But at this point, you have limited data about new users, and so the level of personalization will depend on the amount of data collected during the sign-up flow.
When you have limited user-level data available, we suggest recommending content that’s popular or trending among existing users. Social proof is a powerful tactic early on because it validates your content is worth someone’s precious time. In addition, you can further narrow down popular content by region, category, or stated preferences if available — then, as users continue to interact with your brand, you can start tailoring recommendations to their interests.
“Blueshift really puts the customer needs first and they have an incredibly powerful platform, yet easy to use. Modern marketing and end-customer needs expectations being raised every day, Blueshift helps us to be relevant, interesting, and personalized to our end-customers.”
“Blueshift really puts the customer needs first and they have an incredibly powerful platform, yet easy to use. Modern marketing and end-customer needs expectations being raised every day, Blueshift helps us to be relevant, interesting, and personalized to our end-customers.”
Fredrik Salzedo
Director of Retention, Discovery+,
Discovery, Inc.
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